摘要
随着传统电商遭遇发展瓶颈,作为电子商务经济模式的一种衍生形态,社交电商在近年来获得了较快发展。按照经营模式,社交电商可以分为四类,分别是拼购型社交电商、会员分销型社交电商、内容分享型社交电商和社区团购型社交电商。社交电商平台在具备私法属性而同平台内其他主体处于平等法律关系地位的同时,还需要配合监管部门对平台内活动的其他主体承担更多的监督管理责任。在快速发展过程中,社交电商面临着一系列的问题,突出的包括经营模式隐传销化、虚假广告泛滥、售后服务机制不健全和用户个人信息保护不到位。面对此种情况,应从平台内外两条路径进行监管优化。在平台内部,提高商家入驻平台门槛,完善经营者与消费者之间的双向监督机制,构建对社交活动参与者的信用评价体系,督促社交电商平台履行个人信息保护义务;在平台外部,出台具备更高效力的社交电商经营规范,完善社交电商市场主体登记的相关规定,适度提高对社交电商违法经营行为的罚款额度,加强监管部门与社交电商平台之间的监管协作。
With the traditional e-commerce encountered development bottlenecks,as a derivative form of e-commerce economic model,social e-commerce has achieved rapid development in recent years.The social e-commerce can be broadly classified into four categories,namely,buy-to-share social e-commerce,member distribution-based social e-commerce,content-sharing social e-commerce and community group-purchased social e-commerce.While the social e-commerce platform has the attributes of private law and is in an equal legal relationship with other subjects in the platform,it also needs to cooperate with the regulatory authorities and assume more supervision and management responsibilities to other subjects of the activities within the platform.In the process of rapid development,social e-commerce is also facing a series of problems,including business model hidden marketing,the proliferation of false advertising,the not perfect after-sales service mechanism,and the not-in-position protection of user's personal information.In the face of these problems,we should start from the two regulatory paths inside and outside the platform:inside the platform,we should raise the threshold for businesses to enter the platform,perfect the two-way supervision mechanism between operators and consumers,construct a credit evaluation system for participants in social activities,and urge the social e-commerce platform to fulfill the obligation to protect personal information;and outside the platform,we should formulate more effective regulations,increase the amount of punishment,and strengthen regulatory collaboration between regulators and social e-commerce platforms.
作者
梁栋
LIANG Dong(School of Criminal Justice,China University of Political Science and Law,Beijing 100088,China)
出处
《中国流通经济》
CSSCI
北大核心
2021年第1期105-112,共8页
China Business and Market
关键词
社交电商
法律问题
监管优化
制度完善
social e-commerce
legal issues
regulatory optimization
system improvement
